Product marketing can be divided into levels based on the state of the market and the types of consumers you are targeting. These levels are separated by the marketer's objective, the state of the marketplace and the type of product the marketer wishes to promote.

Purpose

Marketing is separated into levels of approach so that the market can be targeted in a more specific and effective way. To attack every market segment in the same way may prove inefficient and wasteful in many cases. Depending on the industry and the goals of your marketing department, the level of marketing pursued will likely vary. In cases where your product meets the established needs of the market, your main marketing concern is typically other brands. When market analysis reveals potential openings in the marketplace, your marketing may have to adapt. When your new product is without an audience, it may be up to your marketing efforts to create one.

Meeting Established Needs

A campaign that attempts to meet the established needs of a target segment is the primary and most basic form of marketing. It requires no special analysis or psychology to be successful and is based only on announcing the presence of a supply to meet the existing demand. This first level of marketing is used constantly by large and small businesses to sell product to existing market segments and to ensure that companies deliver what is clearly and consistently desired or needed by the public. The challenge in such situations is often not to drive consumer demand, but to gain an advantage over industry competitors with your price point, features and advertising message or market presence.

Looking for Openings

When marketers study a marketplace to find gaps between existing products, they are engaging in the second level of marketing. In such cases, the demand for a new product or approach has not been established, but significant room exists for a company to develop within the current framework. For example, let's say there are electric-powered sports cars on the market and electric-powered SUVs. The gap between these two products leaves the door open for a manufacturer who can offer an electric-powered sedan to jump in and create a new market segment. This second level of marketing requires foresight and insight to manage and the flexibility of a company to meet the changing opportunities that may arise.

Creating Demand

The third and most difficult level of marketing to find success with is one that requires the marketer to establish demand where none existed prior. This third level of marketing is undertaken despite a lack of space or an established need. It is the truest form of marketing and the level that requires the most skill and creativeness to manipulate. The marketer is essentially convincing the consumer that her product is worth a purchase and that it necessary to a happy or safe lifestyle in some way. For example, if you build a new speed cooker, you will have to show people what makes it better than the microwave in such a way as to convince the consumer to make the investment and the change from what they're used to. If companies can manage to transform their products from the "new" thing to the industry standard, the potential for success is unlimited.

About the Author

Robert Morello has an extensive travel, marketing and business background. He graduated with a Bachelor of Arts from Columbia University in 2002 and has worked in travel as a guide, corporate senior marketing and product manager and travel consultant/expert. Morello is a professional writer and adjunct professor of travel and tourism.